Transitioning to a Customer-Centric Engagement Model€¦ · A Case for Cross-Functional...
Transcript of Transitioning to a Customer-Centric Engagement Model€¦ · A Case for Cross-Functional...
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Transitioning to a Customer-Centric Engagement Model: A Case For Cross-Functional Effectiveness
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Disclaimer
The opinions expressed during today’s presentation are those of the individual panelists and do not reflect the policies or practices of any employer; present or past. The opinions do not constitute Legal, Financial, Regulatory or Fiduciary advice; please consult your retained advisors or internal counsel with any questions.
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A Case for Cross-Functional Effectiveness
Objectives
Does cross-functional effectiveness matter?
Why change now?
What can get in the way?
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Why change now?
The Trend Toward Integrated Care Delivery
Trends across the US healthcare system are driving the shift from fragmented, volume-driven care to an integrated, value-driven system
83% of office-based healthcare providers use an electronic medical record system, which is an increase from 21% in 20043
10 payer accounts now represent 80% of American lives
57% of consumers prefer online medication support2
By 2017, plans intend to decrease use of
fee-for-service by 47%1
1. Health Strategies Group, Strategic Accounts, March 2014. http://www.healthstrategies.com/blog/new-models-care-health-plans-moving-towards-shared-risk-models. Accessed February 2016. 2. Health Research Institute, November 2013. https://www.pwc.com/mx/es/industrias/archivo/2013-11-customer-experience-pharma.pdf. Accessed February 2016. 3. Office of the National Coordinator for Health Information Technology. Office-Based Physician Electronic Health Record Adoption: 2004-2014. September 2015. http://dashboard.healthit.gov/quickstats/pages/physician-ehr-adoption-trends.php. Accessed February 2016.
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Integration is Resulting in Increased Clinical Influence with New Stakeholders and Different Needs
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Why change now?
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Account Management
Sales
Medical
As our customers integrate, so should we!
Traditional Pharma Customer Engagement: Independent Functions and Sleeves with Limited Interaction
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Why change now?
Before
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The New Face of Lilly
C13
IHS, integrated health systems; MD, individual physician; PGP, physician group practice
Providing an Integrated Customer Experience
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One Option to Consider: Improving Cross-Functional Effectiveness
Make Cross-Functional Effectiveness an Intentional Part of Your Engagement Strategy
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• Better conversations through deeper understanding of local markets and stakeholder priorities
• Emphasis on new stakeholders, including D-suite and care teams
• Shift in focus from individual providers to systems of care
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Does cross-functional effectiveness matter?
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10
Q3 2013 Q3 2014 Q1 2015 Q4 2015
Lilly -33 -33 -28 -20
Pharma 1 -67 -56 -61 -44
Pharma 2 -47 -37 -47 -58
Pharma 3 -16 -36 -34 -56
Pharma 4 -22 -33 -42 -55
Pharma 5 -44 -40 -49 -38
Pharma 6 -51 -59 -59 -65
-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
Company is one with whom I prefer to work – Net Promoter Score(Q3 2013 to Q4 2015)
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Does cross-functional effectiveness matter?
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Reluctance to evolve traditional models
Historical ties to functional responsibilities
Appropriately navigating compliance considerations
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What can get in the way?
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Questions?
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